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The fields of marketing and advertising have experienced dramatic changes because consumers have changed the way they research and shop for goods and services. As more people turn to the Internet, businesses increase their chances for success by building an online presence through e-marketing, or marketing online. Marketing in the digital world is crucial for entrepreneurs and small-business owners and can significantly impact business growth.

Consumers Search Online

Today's consumers turn to the Internet to find local businesses, research product information and compare services of different companies. Businesses that operate robust search engine-optimized websites appear at the top of search results when online users key in specific keywords or phrases. Both business-to-business and business-to-customer ventures benefit from marketing strategies that boost search engine rankings. Online marketing isn't just for online businesses but also boosts sales for bricks-and-mortar establishments. As more people access the Internet through smartphones, mobile-optimized websites increase walk-in local traffic.

Establish Authority

A business website is the central component of e-marketing. Large and small businesses establish solid reputations in their fields with attractive, useful and easy-to-navigate websites. Important features include an "About Us" page as well as information on products, services, company news, activities and location or contact details. Articles on relevant subject matter and a regularly updated blog are excellent marketing tools to establish authority and expertise.

Inbound Marketing

E-marketing is an effective tool for businesses because it draws prequalified sales leads. When someone arrives at your site or finds your Facebook business page, he has keyed in a word or phrase indicating he is searching for something your site offers. Analyzing this inbound website traffic provides valuable data about your target market and gives you the chance to collect email addresses to increase your database of sales leads. Popular inbound marketing techniques include offering a coupon, free report or newsletter by email, giving businesses a way to contact potential customers.

Great Relationship Building

Relationship building is a marketing strategy built on establishing a long-term and mutually beneficial relationship between businesses and customers. Using e-marketing through social media allows ongoing two-way communication. Google+, LinkedIn, Facebook, Twitter, YouTube and Pinterest are social media platforms that businesses use to build relationships and communities around their brands. Social media allows businesses of all sizes to address public relations and customer service issues quickly, announce time-limited offers and promotions, and give customers a chance to share their product-related stories and images. Big businesses are changing marketing strategies to include e-marketing and relationship-building techniques. CNN reports that as of early 2012, Nike reduced its print and media advertising by 40 percent to focus on digital interaction and personalized communication with customers online.

About the Author

A former financial adviser with more than a decade of experience in personal finance and small business banking, Sarita Harbour is a professional writer specializing in personal finance, small business, technology, and content marketing techniques. Her writing appears online at sites such as Yahoo! Homes and Bob Vila. Harbour holds a bachelor's degree in psychology and computer science from the University of Guelph and the Personal Financial Planning designation from the Institute of Canadian Bankers.

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Harbour, Sarita. "The Importance of a Business's eMarketing Strategies." Small Business - Chron.com, http://smallbusiness.chron.com/importance-businesss-emarketing-strategies-52649.html. Accessed 18 December 2018.

Harbour, Sarita. (n.d.). The Importance of a Business's eMarketing Strategies. Small Business - Chron.com. Retrieved from http://smallbusiness.chron.com/importance-businesss-emarketing-strategies-52649.html